NEW YORK — It’s the eve of the US Open, and players have been busy on and off the court. From Fifth Avenue to Flushing Meadows, deals are made and contracts are being signed before the first ball is hit at the year’s final Grand Slam.
Here’s a look at some of the most eye-catching sponsorship news and brand moves.
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Lacoste pays tribute to "GOAT” Novak Djokovic
Founded by French tennis legend Rene Lacoste in 1933, Lacoste is as synonymous with tennis as it is with fashion history. They didn’t invent the logo, but Lacoste pioneered the idea of displaying it prominently on the outside of a garment.
For the first time in 92 years, Lacoste is updating its iconic crocodile logo—and they’re doing it in honor of Novak Djokovic, known as the G.O.A.T. (Greatest of all Time) to his fans. The brand has dropped a limited-time collection, featuring an actual goat logo, to celebrate the 25-time Grand Slam champion.